Pre Work

imports, set sns style etc

1. Import Data, Initial Analysis

2. Univariate Analysis

Categorical Columns

3. Bivariate Analysis

4. Modelling

4a. Scaling Data

4b. K Means clustering

Cluster Characteristics:

4c. Hierarchical Clustering

Now we check cophenetic for median, ward and centroid which only work with metric = euclidean

Evaluating various dendogram structures for euclidean

Cluster Characteristics:

Key Questions

  1. How many different segments of customers are there?
    • There are 3 segments
  2. How are these segments different from each other?
    • The segments differ considerably both in their characteristics (avg credit limit and number of cards held as well as in their engagement behaviour - in person visits, online, phone calls)
    • Please see section above for description of key differences
  3. What are your recommendations to the bank on how to better market to and service these customers?
    • Please see section above for suggestions